Mon, Sep 16, 2019
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
New Managers August 2018

MARKETING CHALLENGE: Diane Harrison: The pitch book: dead or alive?

 

The Pitch Book: Dead Or Alive?

It used to be that if you asked most financial professionals what the single most important piece of sales collateral was, the answer would be the pitch book, of course. In the current era of tweets, email blasts, podcasts, and other media deliverables, has the old-fashioned deck of slides fallen by the wayside? I recently asked a number of financial colleagues from both the buy and sell sides to weigh in on this question. Their replies shed some interesting light on the topic.

YES... NO... MAYBE SO...

As most things in life go, the importance of pitch books in marketing is not a black and white issue. The responses I received to whether or not the pitch book is dead were fairly evenly split between no (alive) and yes (dead), and each side included the fund managers who create them and the investors and advisors who receive them. The graphic below summarizes the general arguments both in favor and against the pitch book's relevance in today's marketing efforts.

AN ARGUMENT FOR PITCHING THAT BOOK IN FAVOR OF OTHER COMMUNICATION FORMATS

Social media and other technological advances have played a major role in the way people both receive and exchange information. The variety, frequency, and typical length of information exchange has evolved dramatically over the past decade, with diverse formats and faster real-time delivery, while the content length of information has shrunk dramatically, to sound bites, memes, and tweets. This evolution has been so pervasive even within the financial community that a 20-page deck of slides seems archaic and quaint as a primary means of telling an investment story.

In 1964, Marshall McLuhan first coined the phrase, the medium is the message. "The content of any medium is always another medium," meaning some of the intent of a message is delivered via its format. This is even truer in 2018, as news, gossip, e......................

To view our full article please login

This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
New Managers
New Managers
New Managers

Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing

 



  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Albright Capital builds on emerging markets impact strategy, signs on to IFC principles[more]

    Bailey McCann, Opalesque New York: Albright Capital has adopted the International Finance Corporation's Operating Principles for Impact Management. The firm has also developed its own impact measurement system as part of the implementation of the principles. The IFC's principles were

  2. Investing: Hedge funds getting burned as growth stocks trounced by value, Why investors are prioritizing health care in a big way, Fannie, Freddie soar as hedge funds score wins on two fronts[more]

    Hedge funds getting burned as growth stocks trounced by value From Bloomberg: A hedge-fund favorite is rapidly losing ground in the stock market just as one of the industry's least-loved sectors picks up. Growth stocks, generally companies that are seeing rapid profit increases, have drop

  3. PE/VC: Supersized unicorn: Root Insurance leaps to $3.65bn valuation with $350m round[more]

    Root Insurance is now valued at $3.65 billion after a $350 million funding round - the largest single venture capital round ever in the state. The 3-year-old auto insurer, now the startup with the highest valuation of any in Ohio, has raised a cumulative $523 million in VC and another $100 mi

  4. Testing hedge performance when stocks crash[more]

    Bonds have historically been a reliable buffer for stock exposure. But low yields and potential reversion to a more positive stock/bond correlation would likely translate to less protection. Gold has been a solid crisis hedge but has experienced long stretches of negative inflation-adjusted returns.

  5. PE/VC: The FBI is investigating a venture capital fund started by Peter Thiel for financial misconduct, Why venture capital firms need more women partners and entrepreneurs[more]

    The FBI is investigating a venture capital fund started by Peter Thiel for financial misconduct From Vox: Federal investigators are probing the conduct and practices of Mithril Capital, a venture capital firm co-founded by Peter Thiel, Recode has learned. US officials - including t